FREE RIDE FUN BUS by Initiative for Fanta

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FREE RIDE FUN BUS

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Industry Soft Drinks
Media Promo & PR
Market Thailand
Agency Initiative
Released June 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: COCA-COLA THAILAND
Product/Service: FANTA
Agency: INITIATIVE
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: INITIATIVE, Bangkok, THAILAND
Business Group Head: Paphop Ruchutrakool (Initiative)
Business Manager: Sirinthip Suthipraphanurux (Initiative)
Managing Director: Weerapong Tengprathip (Initiative)
Buying Associate Director: Sirin Paochinda (Initaitive)
Media placement: TV Loose Spot 128 Spots - Territorial TV Station - 27 June 2009
Media placement: Bus Shelter 30 Units - Bangkok Area - 27 June 2009
Media placement: Entertainment Newspaper 3 Insertions - Kao Sod And Dara Daily - 26 June 2009
Media placement: TV PR - Both Territorial And Local Cable TV - 27 June 2009

Describe the objective of the promotion.
To increase frequency of consumption among lower income teens of Bangkok and thereby, change the image perception of Fanta from being an occasional alternative to cola drinks to an “everyday indulgence” To build brand preference for Fanta by strengthening its brand message of “More Fanta, Less Serious”, presenting the brand as a fun, colourful way of relieving boredom with cola or boring occasions.

Describe how the promotion developed from concept to implementation
Fanta decided to emancipate these teens to have more fun by adding value to the Fanta crown cap (One Cap = One Bus Ticket) to drive both daily consumption and brand preference. Providing an air conditioned bus, colorfully decorated with Fanta advertising, to drive through the primary traffic routes that reached lower income communities and pass through key universities plus popular teen hang out areas. To emphasise Fanta’s positioning, fun & games are in store for riders of the Fanta bus through the Fanta bus ambassadors who entertain them while traversing the intense heat & slow movement of Bangkok traffic.

Describe the success of the promotion with both client and consumer including some quantifiable results
Campaign results generated massive amounts of both traditional and digital media, with budgeted investment over a two month period. From Nielsen, the campaign reached 78% of lower income teens in Bangkok and from Neilsen retail audit, gained additional sales of 8.4 million bottles within the first month after launch campaign. Sales volume increased by 11% compared with the previous year, according to B3 Coca-Cola brand health tracking survey. Weekly consumption increased by nearly 10%, the highest ever increase. Image perception as a “Fun Brand” grew by 15%. Brand preference increased by 5%

Explain why the method of promotion was most relevant to the product or service
DE Teens have limited personal allowance which prevents them from having fun and getting the most out of their lives. Buses are their primary means of transport but the fare already consumes more than 25% of their daily allowance. Based on the insight of providing the target audience with the means to have fun, it was decided to utilise transit for more than just a bus wrap, which generates awareness by giving away free bus rides that would drive daily consumption and connect with lower income teens in a fun & engaging way, consistent with the brand positioning.